21 email marketing strategies for small businesses

  1. From name Use a name in your company email address, not sales@ or noreply@.
  2. Subject line The most important part of your campaign. Write down ideas and discuss them with colleagues.
  3. Call to Action Avoid words like submit, download and buy now. Instead, provide a reason to click.
  4. Introduction text Tell readers what do expect, keep it short and to the point.
  5. Timing When are your readers most likely to open their email? When do you get the most enquiries or sales?
  6. Ask questions Questions can make perfect subject lines as well as making the subscriber act.
  7. Provide useful information How-to guides, top ten tips and new uses for your product or service.
  8. Social Media Give reasons why people should follow you.
  9. Testimonials One will do, change it each time you send a campaign.
  10. Be personal Even if you are business to business email marketing write as if you were talking to a person. Add a photograph of yourself or your team.
  11. Use the word you One of the most powerful words in email marketing.
  12. Sell the benefits No one wants to read lots of detail, they’d much rather know how it will solve their problem.
  13. Add a P.S. Sign off with a P.S. it is your last chance to get your reader to act.
  14. Use imagery It can be much more powerful than just words and gets your message across instantly.
  15. Link to your Social Media accounts You might not get an enquiry this time but they may follow you.
  16. Don’t forget your contact details! We’ve seen it before. Include a map too if you want customers to visit.
  17. Ask for feedback This will help personalise your message as well as providing you with useful information.
  18. Proof read and test all your links Ask someone who hasn’t written the newsletter to check it.
  19. Offers Include an offer (with a deadline) or something for free.
  20. Add Alt text and descriptions Some email browsers don’t support images so describe them.
  21. Avoid background images Outlook doesn’t recognise them.